起業家にとってのマーケティング<br>Entrepreneurial Marketing : The Growth of Small Firms in the New Economic Era

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起業家にとってのマーケティング
Entrepreneurial Marketing : The Growth of Small Firms in the New Economic Era

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  • 製本 Hardcover:ハードカバー版／ページ数 288 p.
  • 言語 ENG
  • 商品コード 9781840649123
  • DDC分類 338.642

基本説明

New in paperback. Hardcover was published in 2002. The authors explain the substantial role of marketing in the success of small firms which have emerged in the business environment since the late 1980s.

Full Description

Just as society has realised the value of entrepreneurs, so entrepreneurs are gradually realising the value of strategic marketing. In this book, the authors explain the substantial role of marketing in the success of small firms which have emerged in the new business environment of the past 10 to 15 years. Entrepreneurial marketing is especially important for small, developing firms which have to consider emerging business and market trends, and so a model is presented specifically tailored to the needs of expanding entrepreneurial ventures. The authors also critically analyse the extent to which mainstream marketing and entrepreneurship theory are useful in entrepreneurial marketing. They argue that to be fully effective, marketing must be viewed from a broad perspective and as a value-creating process.

In order to understand the dynamic pattern of growth of small entrepreneurial ventures, they emphasise the importance of making a clear distinction between:

managerial growth and entrepreneurial growth

entrepreneurship, management and leadership

transactional marketing, relationship marketing and complex combinations

focal organisations and virtual organisations

explorative learning and exploitative learning

value configurations and value chains.

This book will be of immense worth to students, scholars and practitioners of marketing and entrepreneurship, and will contribute to a new dialogue between the two disciplines. It will also be of considerable value to the wider business and management community learning to operate and succeed in the new economic era.

Contents

Contents: Foreword by Gerald E. Hills 1. Small is Beautiful? 2. Marketing in the Old Economic Era 3. Entrepreneurship: Creating New Business Ventures 4. Marketing of Big Firms and Small Firms 5. Marketing, Entrepreneurship and Culture 6. Growth, Learning and Co-Creation 7. Marketing as Co-Creation of Customer Value 8. A Conceptual Framework for Entrepreneurial Marketing 9. Some Areas of Importance for Excellent Entrepreneurial Marketing 10. Entrepreneurial Marketing: Leading and Managing in the New Economic Era Index